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OEM ExactTarget With The Embedded Partner Program
Dale McCrory, ExactTarget, Principal Product Manager, Fuel Platformgoogle.com/+DaleMcCrory
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Safe harborSafe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
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ExactTarget Marketing Cloud
As a customer, you can automate entire marketing campaigns, customize the ExactTarget application to your specific needs,or integrate ExactTarget with a variety of CRM, analytics, and other business software. As a partner, you can build or extend marketing applications and take those applications to market with ExactTarget via one of our platform-related partner programs. As a developer, the possibilities are endless.
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ExactTarget Fuel as part of Salesforce1
• Send email, SMS and push messages.• Personalize messages using data and content scripting. • Measure interaction and engagement (email opens & clicks,
etc.). • Build and sell apps that extend the Marketing Cloud.
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Customer touchpoints for ISV developers
Principle #1Every email, every message, and every notification should be
thought of as a customer touchpoint -- an opportunity to influence your customer’s customers and prospects.
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Customer touchpoints for ISV developers
Principle #2Highly-targeted, relevant communication is as much a technology
problem as it is a marketer's dilemma. Build for your buyer and user personas.
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Customer touchpoints for ISV developer
Principle #3Strong outbound messaging differentiates your product from
others products.
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Embedded Demo
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Decade in the platform business
• First API launched in 2002• Continued / consistent investment
in our platform over the past decade (APIs, dynamic content scripting)
• Embedded Partner Program: enables partners to OEM our technology in vertically tailored solutions (since 2007)
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Embedded Partner ProgramExactTarget’s Embedded Partner
Program enables Independent Software
Vendors (ISVs) and service providers to
easily embed ExactTarget technology
into their own products without
the cost of complexity of managing their
own messaging infrastructure
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Fuel Platform
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Fuel SDKs • Native support for major
languages and frameworks• Greatly simplifies integration
with ExactTarget• Faster time to market with
lower cost• Bridges SOAP and REST
APIs, giving you easy access to all capabilities
• Encapsulates best practices
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Fuel Cloud Editor
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Features & benefits: Multi-tenancy• Supports thousands of tenants
▪ We can scale to meet any need
Your Company
Your Customer
Your Customer
Your Customer
…
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Features & benefits: Interoperability• Supports thousands of tenants• Utilize your own customer
identifiers▪ Makes it easy to link data
across multiple systems
Your Company
Your Customer
Your Customer
Your Customer
…
ID: 123CustomerKey: ABC
ID: 456CustomerKey: DEF
ID: 789CustomerKey: GHI
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Features & benefits: Isolation• Supports thousands of
subaccounts• Utilize your own customer
identifiers• Isolated deliverability between
subaccounts• Limit the impact of a bad actor
Your Company
Your Customer
Your Customer
Your Customer
…
Sending IP:123.123.123.1
Sending IP:123.123.123.2
Sending IP:123.123.123.3
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Features & benefits: Data isolation• Supports thousands of tenants• Utilize your own customer identifiers• Isolated deliverability between tenants• Isolated data between tenants
• Subscribers can have different statuses, attributes, etc.
Health Care ISV
Hospital A
Hospital B
Hospital C
…
John Doejdoe@example.
com
Status: SubscribedLists: Doctors
Preferred Name: Johnny
John Doejdoe@example.
com
Status: SubscribedLists: Patients
Preferred Name:John
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John Doejdoe@example.
com
Status: SubscribedLists: Patients
Preferred Name:John
Features & benefits: Personalization• Supports thousands of tenants• Utilize your own customer identifiers• Isolated deliverability between
tenants• Isolated data between tenants• Use data and content for
personalization
Health Care ISV
Hospital A
Hospital B
Hospital C
…
John Doejdoe@example.
com
Status: SubscribedLists: Doctors
Preferred Name: Johnny
Dear Johnny,
Your 401(k) statement forMay is now availableon the company intranet…
Dear John,
This is a reminder thatyour next appointmentis Tuesday, June 4th...
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Health Care ISV
Hospital A
Hospital B
Hospital C
…
Features & benefits: Tracking• Supports thousands of tenants• Utilize your own customer identifiers• Isolated deliverability between
tenants• Isolated data between tenants• Use data and content for
personalization• Retrieve tracking data to measure
interaction
OpensClicks
Unsubscribes
Bounces…
OpensClicks
Unsubscribes
Bounces…
Dear Johnny,
Your 401(k) statement forMay is now availableon the company intranet…
Dear John,
This is a reminder thatyour next appointmentis Tuesday, June 4th...
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Where We Are Going
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Cross-Channel Messaging• Message across multiple
channels (email, mobile, web)
John Doejdoe@example.
com
Status: SubscribedLists: Patients
Preferred Name:John
Health Care ISV
Hospital A
Hospital B
Hospital C
…
John Doejdoe@example.
com
Status: SubscribedLists: Doctors
Preferred Name: Johnny
Dear Johnny,
Your 401(k) statement forMay is now availableon the company intranet…
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Cross-Channel Tracking• Message across multiple
channels (email, mobile, web)• Retrieve tracking data to
measure interaction
Health Care ISV
Hospital A
Hospital B
Hospital C
…
Dear Johnny,
Your 401(k) statement forMay is now availableon the company intranet…
OpensClicks
Unsubscribes
Bounces…
Deliveries…
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eVariantCustomer Story
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About eVariantHeathConnect is an easy-to-use and versatile platform that…• Provides all points of data• Integrates data• Delivers information immediately• Connects the right patients to the right services• Aligns communication with physiciansCustomers include large and small hospitals as well as integrated delivery networks.
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CRM as a platform does not embed a fully functional outbound communication engine by default
Verticalizing an OEM/CRM Platform
The problem with integrating several OEM partners:
⟩ Multiple vendors
⟩ Multiple interfaces
⟩ Disparate reporting functions
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Our Solution
eVariant has custom infrastructure AND
Force.com for UI/UX &
Authentication
Canvasfor everything else
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Step 1 – List building
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Step 2 – Storing lists and campaigns
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Step 3 – Email wizard
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ExactTarget Cloud Editor
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Selecting a List – IBM Netezza
Access saved queries from IBM Netezza
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Selecting a List – Campaign Tactic Members
Or select from existing
tactic member lists
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Campaign Analysis
Uncover Clinical and Financial
AttributionTrack ROI
& More
MatchCampaign Members
to Procedures and Visits
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Cloud Editor Demo
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ISVs and ExactTarget Marketing Cloud
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Embedded SpectrumFull Service – Involves people as part of the process.Self-service – Fully automated provisioning/setup.
OEM Spectrum
Full Service
Self-Service
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Learning More…
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Developer Resources
code.exacttarget.com
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Dreamforce Developer Edition
code.exacttarget.com/hackathon-dreamforce
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@Dreamforce
Chapter 24
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INNOVATE!!!
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Dale McCrory
ExactTarget Principal Product Manager, Fuel Platform
google.com/+DaleMcCrory
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